Amazon UK Introduces Virtual Bundles to Help Brand Sellers Boost Sales
New Seller Central feature allows combining multiple ASINs into discounted bundles without physical packaging
By ChannelMAX Staff Writer
Amazon UK has introduced a new feature on its Seller Central platform that allows brand owners to create virtual bundles using their existing Fulfilment by Amazon inventory. The update, titled “Use virtual bundles to group your brand ASINs,” is aimed at helping sellers improve product discovery, offer better value to customers, and potentially increase overall sales. The announcement was made directly on Seller Central and applies to sellers managing registered brands in Amazon’s EU stores, including the UK marketplace.
What are virtual bundles
Virtual bundles allow sellers to group two to five complementary or similar products under a single bundle listing. Unlike traditional bundles, sellers do not need to physically package the items together. Amazon picks and ships individual items from FBA inventory as one bundled order. This feature enables sellers to experiment with bundled offers without additional logistics costs or changes to warehouse processes.
Also Read: Amazon UK Introduces New Attribute Rules for Jewellery Listings to Improve Accuracy
Key benefits for Amazon UK sellers
Virtual bundles can help improve visibility by encouraging customers to discover related products within a brand’s catalogue. Bundled pricing may also increase average order value, as customers are often attracted to perceived discounts when buying multiple items together. For brand owners, this feature provides a low-risk way to test cross-selling strategies, clear slow-moving inventory, and strengthen brand presence on product detail pages.
Who can use this feature
The virtual bundles option is available to sellers with registered brands who sell through Amazon’s EU stores and use Fulfilment by Amazon. All ASINs included in a bundle must belong to the same brand and be available in FBA inventory.
How to create a virtual bundle
Sellers can create a virtual bundle by logging in to Seller Central, navigating to the Brands menu, and selecting Virtual Bundles. Under the New Virtual Bundle option, sellers need to fill in details such as bundle title, included ASINs, and pricing. Once submitted, Amazon reviews the bundle before it goes live on the marketplace.
Additional points sellers should note
Bundles must follow Amazon’s pricing policies, and discounts should be genuine. Product combinations should make logical sense to customers, such as related items or frequently bought together products. Sellers can also monitor performance through Seller Central reports to assess whether bundles are improving conversions and sales.
Virtual bundles do not require new FNSKU labels or inventory transfers, making them especially useful for small and mid-sized brand owners.
With the introduction of virtual bundles, Amazon UK is giving brand sellers a practical tool to enhance merchandising without added operational complexity. The latest update opens new opportunities for cross-selling, better customer experience, and higher order values. Sellers who actively manage brand portfolios may find virtual bundles a valuable addition to their growth and pricing strategies on Amazon UK.
Also Read: Amazon to cut key seller fees in Europe in 2026
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Dec-2025#08
Amazon UK has introduced a new feature on its Seller Central platform that allows brand owners to create virtual bundles using their existing Fulfilment by Amazon inventory. The update, titled “Use virtual bundles to group your brand ASINs,” is aimed at helping sellers improve product discovery, offer better value to customers, and potentially increase overall sales. The announcement was made directly on Seller Central and applies to sellers managing registered brands in Amazon’s EU stores, including the UK marketplace.
What are virtual bundles
Virtual bundles allow sellers to group two to five complementary or similar products under a single bundle listing. Unlike traditional bundles, sellers do not need to physically package the items together. Amazon picks and ships individual items from FBA inventory as one bundled order. This feature enables sellers to experiment with bundled offers without additional logistics costs or changes to warehouse processes.
Also Read: Amazon UK Introduces New Attribute Rules for Jewellery Listings to Improve Accuracy
Key benefits for Amazon UK sellers
Virtual bundles can help improve visibility by encouraging customers to discover related products within a brand’s catalogue. Bundled pricing may also increase average order value, as customers are often attracted to perceived discounts when buying multiple items together. For brand owners, this feature provides a low-risk way to test cross-selling strategies, clear slow-moving inventory, and strengthen brand presence on product detail pages.
Who can use this feature
The virtual bundles option is available to sellers with registered brands who sell through Amazon’s EU stores and use Fulfilment by Amazon. All ASINs included in a bundle must belong to the same brand and be available in FBA inventory.
How to create a virtual bundle
Sellers can create a virtual bundle by logging in to Seller Central, navigating to the Brands menu, and selecting Virtual Bundles. Under the New Virtual Bundle option, sellers need to fill in details such as bundle title, included ASINs, and pricing. Once submitted, Amazon reviews the bundle before it goes live on the marketplace.
Additional points sellers should note
Bundles must follow Amazon’s pricing policies, and discounts should be genuine. Product combinations should make logical sense to customers, such as related items or frequently bought together products. Sellers can also monitor performance through Seller Central reports to assess whether bundles are improving conversions and sales.
Virtual bundles do not require new FNSKU labels or inventory transfers, making them especially useful for small and mid-sized brand owners.
With the introduction of virtual bundles, Amazon UK is giving brand sellers a practical tool to enhance merchandising without added operational complexity. The latest update opens new opportunities for cross-selling, better customer experience, and higher order values. Sellers who actively manage brand portfolios may find virtual bundles a valuable addition to their growth and pricing strategies on Amazon UK.
Also Read: Amazon to cut key seller fees in Europe in 2026
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.